I had an email forwarded to me today that is right in some ways but misses the mark in the most important way – personalisation. While I may indeed be ‘Dear’ to you, if your data isn’t all that, it’s much safer to use Hello or Happy Christmas as the greeting. ‘Dear’ is what my nana calls me and it needs my name here to work. Counting on their audience to buy over $200 million in ticket sales for the Rugby World Cup in New Zealand in 2011 means that you want to be nicer to me. Not to mention using the eDM that for pass along, share to social, or an actual call to action – go on, make the RWC more exciting than ever right now! Just saying.